10 Ways to Become a Customer Obsessed Bank

Most banks say they're customer-centric, but very few are customer-obsessed. And that gap shows up directly in the numbers: obsessed customers are 88% likely to repurchase, and 42% have already recommended the company 5 or more times in the past year. Marbue Brown led customer experience at JPMorgan Chase's Consumer Bank, built Amazon's AI-driven CX operation, and has done the same at Microsoft and Cisco. His book, Blueprint for Customer Obsession, lays out nine practices across three pillars that define what the best companies actually do differently. Today, we discuss the practices where banks keep falling short, and what financial institutions of all sizes can do TODAY to elevate their customer obsession scores.

Most banks still treat lending as a point-in-time decision. Pull a score. Make a call. Wait. In today’s environment, that model limits growth and weakens earnings durability. In this episode of Banking Transformed, I speak with S. P. “Wije” Wijegoonaratna, Co-Founder and CEO of Aliya, about how AI-powered operational intelligence is transforming lending from episodic approvals into continuous, governed opportunity exploration. Aliya’s platform connects bank-account data, marketing intelligence, risk decisioning, and post-origination monitoring into a closed loop designed to improve efficiency without increasing balance-sheet risk. Are you operating episodically — or intelligently? #Banking #Lending #DigitalTransformation #AI #CustomerExperience

For the past decade, financial institutions have poured billions into improving customer experience. Digital journeys. Frictionless onboarding. Personalization. Higher satisfaction scores. But according to Joe Pine, that era is over. In this episode of Banking Transformed, I sit down with Joe, the author of The Transformation Economy and co-author of the landmark Experience Economy, to explore what comes after customer experience in banking. If experiences are now expected rather than differentiating, where should banks compete next? Joe argues that the next stage of value creation is transformation. Not better moments, but better outcomes. Not engagement metrics, but measurable progress in customers' financial lives We discuss what transformation really means for banking, why most institutions are still optimizing for the wrong thing, and why banks that fail to evolve risk becoming irrelevant in the most important conversations their customers are actually having. If your strategy still centers on CX as the competitive moat, this conversation will challenge your assumptions. Subscribe to Banking Transformed for weekly conversations with the leaders reshaping the future of financial services.

Credit unions entered 2026 with more digital ambition than any segment of the banking industry. Yet 60% are still in early stages of transformation or lack clear goals. That’s not a strategy issue. It’s an execution issue. In this episode of The Experience Factor, sponsored by Q2, Jim Marous sits down with Jesus Garcia, Chief Experience Officer at OceanAir Federal Credit Union, to examine what the 2026 Retail Banking Trends and Priorities report reveals about the credit union sector and how one institution is moving beyond ambition to measurable results. This conversation covers: * The execution gap * The branch expansion paradox * The talent contradiction * Fintech partnerships that actually drive impact * The open banking blind spot * AI: substance vs optics This discussion isn’t about strategy decks. It’s about what’s actually working and what must change. The Experience Factor is sponsored by Q2. Download the 2026 Retail Banking Trends and Priorities Report here.

If your bank is still competing on features, you don’t have a strategy. There was a time when products and features made a difference. That time is gone. Digital is now expected. Rates are aligned. Features are replicated. And AI can compare them instantly. If you're leading with just what you offer, you're competing in a race where everyone looks the same. Allison Netzer's "Think Like a Brand, Not Like a Bank" Version 2 shares three years of implementation data from banks and credit unions that stopped competing on features. Her framework explains why leading with product specs is mistaken. Customers first decide emotionally, then justify rationally. This edition includes a reflection on which principles have remained valid and which ones need rethinking. The institutions winning today treat brand as their strategic operating system, not a marketing exercise. They solve customer pain through counterintuitive thinking that violates industry patterns. In this episode, we discuss what’s changed since 2022, what surprised Allison in the real-world execution of these ideas, and why moving beyond product thinking may be the only way to avoid becoming invisible in a marketplace defined by sameness.

For decades, banks have forced customers into frustrating phone trees and rigid IVR systems—all in the name of efficiency. But what if automation could actually strengthen customer relationships instead of eroding them? In this episode of Banking Transformed, Jim Marous speaks with Isaiah Granet, Co-Founder and CEO of Bland, to explore how voice AI is transforming banking relationships, modernizing call centers, and delivering measurable operational results. They explore which workflows truly reduce call center costs, how to automate without sacrificing trust, what compliance guardrails must be in place before scaling voice AI, and what community and regional banks can realistically implement in the next 12 months. If your institution wants to modernize call center operations, improve service quality, and increase conversion opportunities, this discussion outlines a practical, defensible path forward. #Banking #ConversationalAI #Chatbots #VoiceAI #DigitalTransformation #CustomerExperience #AI This episode of Banking Transformed is sponsored by Bland Bland is a voice AI platform that helps companies transform customer experience and business operations with AI phone, SMS, and chat agents. We serve enterprises across healthcare, insurance, financial services, and other highly regulated industries, and have dispatched more than 60 million AI-powered phone calls to date. Visit https://www.bland.ai/?utm_source=financialbrandpodcast&utm_campaign=financialbrand for more information.

About 25% of Americans can’t get a credit card from a major bank, and more than half are one or two missed paychecks from a credit crisis. Yet most financial institutions still design their products for prime borrowers and pretend the rest of the market doesn’t exist.In this episode of Banking Transformed, I sit down with Steve Min, Chief Credit Officer at Credit One Bank, who has built a business around the customers most banks would rather turn away. We talk about why two-thirds of consumers don’t understand the basics of how their credit score is calculated, why the stigma around imperfect credit keeps people from getting help, and what it actually takes to rebuild a credit profileSteve explains how Credit One approaches risk differently, why its Credit Wreckers program teaches people what not to do with their credit, and how building financial momentum can help borrowers qualify for better products over time. If your institution claims to serve the underserved, this conversation will challenge whether you’re actually doing it.Resources:CreditWreckers.comForWhatsAhead.comThis episode of Banking Transformed is sponsored by Credit One Bank Credit One Bank is a financial services company and one of the fastest-growing credit card issuers in the U.S. Founded in 1984 and headquartered in Las Vegas, Credit One Bank offers a full spectrum of credit card products including cash back and points-based cards as well as high-yield certificate of deposit and savings accounts. Credit One Bank is also an official partner of the Las Vegas Raiders and the Official Credit Card of NASCAR, the Vegas Golden Knights and Best Friends Animal Society. Learn more at CreditOneBank.com, in our Newsroom or on social media (@CreditOneBank) on Facebook, Instagram, YouTube, and LinkedIn.

Liquid Death reached a $1.4 billion valuation selling water in cans. Meanwhile, banks spent $500 billion on transformation last year and still struggle to stand out. The gap isn't money - it's courage. Most banks are still designed to protect the status quo. Risk avoidance dominates, small changes are called progress, and true creativity rarely makes it through the internal process to reach customers. Challenger brands like Liquid Death don’t win because they spend more or market louder. They win because they decide who they’re for, what to stand for, and how to build a culture that supports being a challenger, even when it creates discomfort. I’m joined by Eric Fulwiler, co-founder and CEO of Rival. We discuss their recent study of the top 50 challenger brands and what makes them distinctive. We also uncover what has to change if financial institutions want to stand out instead of blending in.

Download the free 2026 Retail Banking Trends and Priorities sponsored by Q2: https://tinyurl.com/2yrce223 Retail banking leaders have never had more clarity about what needs to change, yet execution continues to lag. In this video, discussing the most critical insight from the 2026 Retail Banking Trends and Priorities research, Jim Marous examines where transformation efforts stall across digital experience, payments, AI, and partnerships, and why incremental progress is no longer enough to keep pace with customer expectations or non-bank competitors. This discussion challenges leaders to move beyond pilots and roadmaps, confront the trade-offs they’ve been avoiding, and focus on the few decisions that actually drive meaningful change. If you’re responsible for strategy, digital transformation, or growth in 2026, this discussion offers a clear-eyed look at what’s holding the industry back and what it will take to move forward.

With over $2 trillion in deposits already lost to digital banks and fintechs, incremental banking improvements are no longer a strategy; they’re a liability. Today, I'm joined by Benjamin Conant, Chief Product Officer at Alkami and Co-founder of MANTL, to discuss insights from their new 2026 Banking Predictions Report and what it reveals about why banks and credit unions are quietly falling behind. The discussion focuses on unifying systems that have operated in silos for decades, turning branches into profit engines, finally making AI deliver results, and consolidating vendors who can create solutions at speed and scale. Institutions that endure the next three years won't be the ones making minor updates to failing systems. They'll be the ones willing to take bold actions and operate with the urgency and resilience that the future demands. This isn’t a debate about following trends. It’s about how you execute.